本文關(guān)鍵詞：天安佰盈公司壽險(xiǎn)業(yè)務(wù)營(yíng)銷策略研究　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 銀行保險(xiǎn) 理財(cái)險(xiǎn) 壽險(xiǎn)

【摘要】：2016年,保險(xiǎn)行業(yè)得到了迅猛發(fā)展,其中銀保行業(yè)更是迎來(lái)了“最好”的發(fā)展機(jī)遇,以吉林省銀行保險(xiǎn)市場(chǎng)為例,2016年全年規(guī)模保費(fèi)突破270億元,同比增長(zhǎng)98%。銀行保險(xiǎn)得以飛速發(fā)展主要依賴短期理財(cái)險(xiǎn)的銷售,許多保險(xiǎn)公司的現(xiàn)金流都來(lái)源于短期的理財(cái)險(xiǎn),個(gè)別公司更是超過(guò)90%的業(yè)務(wù)都來(lái)自短期理財(cái)險(xiǎn),由于短期理財(cái)險(xiǎn)的產(chǎn)品期限短,融資成本高,因此,短期理財(cái)險(xiǎn)的高速發(fā)展既給銀保行業(yè)帶來(lái)了機(jī)遇也帶來(lái)了風(fēng)險(xiǎn),很多主體公司為了能夠?qū)崿F(xiàn)盈利,在證券市場(chǎng)是頻頻舉牌,隨之而來(lái)給保險(xiǎn)行業(yè)也帶來(lái)了巨大風(fēng)險(xiǎn)。保監(jiān)會(huì)為此召開(kāi)重要會(huì)議,擬對(duì)保險(xiǎn)公司開(kāi)發(fā)中短存續(xù)期產(chǎn)品進(jìn)行史無(wú)前例的嚴(yán)格限制。再次在銀行代理保險(xiǎn)業(yè)務(wù)條線強(qiáng)調(diào)保險(xiǎn)行業(yè)一定要姓“保”這一根本原則,可以預(yù)見(jiàn),保險(xiǎn)行業(yè)尤其銀保行業(yè)即將面臨著又一次非常重要且“痛苦”的轉(zhuǎn)折。吉林天安佰盈公司前身是吉林天安財(cái)險(xiǎn)的銀行保險(xiǎn)部,2016年理財(cái)銷售43億元,占整體保費(fèi)業(yè)務(wù)的99%,天安佰盈雖然在理財(cái)險(xiǎn)銷售上取得過(guò)不俗的成績(jī),但是對(duì)于壽險(xiǎn)營(yíng)銷上還處于非常初級(jí)的階段,隨著監(jiān)管政策的轉(zhuǎn)變,天安佰盈業(yè)務(wù)重心必須要向壽險(xiǎn)業(yè)務(wù)傾斜,可是目前天安佰盈的壽險(xiǎn)保費(fèi)規(guī)模僅為240萬(wàn),市場(chǎng)占比不足1%。隊(duì)伍缺乏銷售壽險(xiǎn)的經(jīng)驗(yàn),銷售產(chǎn)品又非常單一并且產(chǎn)品形態(tài)復(fù)雜,銷售難度大,這些問(wèn)題共同造成了現(xiàn)在天安佰盈壽險(xiǎn)營(yíng)銷的困境。天安佰盈公司也有自己的優(yōu)勢(shì),例如可以經(jīng)營(yíng)車險(xiǎn)、財(cái)富等業(yè)務(wù)為壽險(xiǎn)的銷售增加了更多的獲客渠道,最重要的是天安佰盈擁有大量的客戶資源以及充足的銷售費(fèi)用,天安佰盈目前的客戶資源超過(guò)4萬(wàn)個(gè),存量保單件均保費(fèi)超過(guò)10萬(wàn)元,這是天安佰盈經(jīng)營(yíng)壽險(xiǎn)最大的優(yōu)勢(shì);而跟銀行方面良好的合作關(guān)系,又為天安佰盈經(jīng)營(yíng)壽險(xiǎn)業(yè)務(wù)提供了有力的保障。本文通過(guò)分析天安佰盈的優(yōu)勢(shì)與劣勢(shì),提出了三點(diǎn)可操作的推動(dòng)策略:一是要向自身的存量客戶經(jīng)營(yíng)上做好開(kāi)發(fā)工作,增加客戶的粘稠度和忠誠(chéng)度;第二,依托良好的銀行合作關(guān)系,做好銀行代理工作,向銀行的存量客戶爭(zhēng)取保費(fèi)。第三,將充足的銷售費(fèi)用用到合理的地方去,做好項(xiàng)目經(jīng)營(yíng)和精準(zhǔn)營(yíng)銷工作。通過(guò)提高件均保費(fèi)而非提高件數(shù)的方式拉動(dòng)壽險(xiǎn)業(yè)務(wù)的增長(zhǎng)。為保障本文所制定的營(yíng)銷策略的有效實(shí)施,天安佰盈公司首先要做到統(tǒng)一思想,公司從內(nèi)勤到一線銷售隊(duì)伍每一個(gè)人都要明確壽險(xiǎn)轉(zhuǎn)型對(duì)于公司及個(gè)人的重要意義,其次,要將壽險(xiǎn)業(yè)務(wù)納入考核范圍之內(nèi),明確壽險(xiǎn)業(yè)務(wù)達(dá)成標(biāo)準(zhǔn),加大壽險(xiǎn)業(yè)務(wù)考核比重,車險(xiǎn)和理財(cái)險(xiǎn)的績(jī)效標(biāo)準(zhǔn)也要跟壽險(xiǎn)業(yè)務(wù)的達(dá)成掛鉤,做到銷售隊(duì)伍的收入以壽險(xiǎn)業(yè)務(wù)達(dá)成為導(dǎo)向。在客觀上讓銷售隊(duì)伍明確壽險(xiǎn)業(yè)務(wù)推動(dòng)的戰(zhàn)略意義。最后要通過(guò)嚴(yán)格的基礎(chǔ)管理,保障隊(duì)伍的銷售動(dòng)作不變形,在壽險(xiǎn)業(yè)務(wù)推動(dòng)上做到賞罰分明�？偠灾�,隨著監(jiān)管政策的轉(zhuǎn)變,天安佰盈公司一定要改變當(dāng)前的粗放經(jīng)營(yíng)模式,不在糾結(jié)于產(chǎn)品費(fèi)率的高低,而是要注重隊(duì)伍,加強(qiáng)隊(duì)伍的訓(xùn)練,提高隊(duì)伍的基本素質(zhì),同時(shí)關(guān)注營(yíng)銷方式,絕對(duì)不能僅僅的靠粗放的通過(guò)增員來(lái)拉動(dòng)保費(fèi)的模式。希望通過(guò)本文所提出的三個(gè)壽險(xiǎn)營(yíng)銷策略,可以幫助天安佰盈解決當(dāng)前壽險(xiǎn)營(yíng)銷上所遇到的問(wèn)題和困境。
[Abstract]:In 2016, the insurance industry has been developing rapidly, and the banking and insurance industry has ushered in the "best" development opportunities. Taking Jilin's bancassurance market as an example, the annual premium of 2016 exceeded 27 billion yuan, an increase of 98% over the same period last year. The rapid development of bank insurance is mainly dependent on short-term financial insurance sales, many insurance company's cash flow from short-term financial risk, the individual company is more than 90% of business comes from short-term financial risks due to short-term financial risks are of short duration, high financing costs, therefore, the rapid development of short-term financial risks to both the bancassurance industry brings opportunity and risk, many main companies in order to be able to achieve profitability in the securities market is frequently placards, followed to the insurance industry has also brought huge risk. The CIRC convened an important meeting for this purpose, and it is intended to carry out unprecedented strict restrictions on the short deposit of insurance companies in the development of the insurance company. Once again, in the banking agency insurance business line, it is emphasized that the insurance industry must surname the basic principle of "Bao". We can foresee that the insurance industry, especially the banking industry, will soon face another important and painful turning point. Jilin Tian Bai Ying company is the predecessor of Jilin Cheonan property insurance bank insurance department, management in 2016 sales of 4 billion 300 million yuan, accounting for 99% of the overall premium business, Tian Bai Ying although achieved good results in financial insurance sales, but for the life insurance marketing is still in a very early stage, with the change of regulatory policy, Bai Ying Tian the business center must be tilted to the life insurance business, but at present the Cheonan Baiying life insurance premium scale is only 2 million 400 thousand, accounting for less than 1% of the market. The team lacks the experience of selling life insurance, and the sales products are very single, and the product form is complex and the sale is very difficult. These problems have caused the dilemma of Tianan Bai life insurance marketing now. Tian Bai Ying company also has its own advantages, such as auto insurance business, such as business wealth added more channels for customers for life insurance sales, the most important is Tian Bai Ying has a large number of customers with sufficient resources and cost of sales, Tian Baiying current customer resources of over 40 thousand, the stock of the policy element the premium of more than 100 thousand yuan, this is the advantage of Tian Baiying life insurance business the largest banks; and with good relations of cooperation, and provide a strong guarantee for Tian Bai Ying business life insurance business. In this paper, through the analysis of the advantages and disadvantages of Tian Baiying, put forward three operational strategies: one is to own the stock of customers to business development, increase customer stickiness and loyalty; second, rely on the good cooperation between banks, do bank work, to the bank for the stock of customers premium. Third, the adequate sales costs will be used in a reasonable place to do a good job of project management and accurate marketing. The growth of life insurance business is driven by increasing the average premium and not increasing the number of items. The effective implementation of enacted for the protection of the marketing strategy, the company must first be Bai Tian Ying company from the office to the unity of thinking, a sales force everyone to clear the important significance for the transformation of life insurance companies and individuals, secondly, should be included in the assessment of the life insurance business within the scope of the life insurance business a clear standard, improve the life insurance the proportion of insurance and financial business assessment, insurance performance standards should be reached with the life insurance business linked to the sales team to achieve revenue of life insurance business as guide. Objective to make the sales team clear the strategic significance of promoting the life insurance business. Finally, through the basis of strict management, sales support team action is not deformed, in the life insurance business promotion reward. In a word, with the change of regulatory policy, Tian Baiying company must change extensive management mode at present, not entangled in the product rate level, but to focus on the team, strengthen training, improve the basic quality of the team, at the same time, attention to marketing, not only to rely on the vast and extensive increase to pull through premium model. It is hoped that through the three life insurance marketing strategies proposed in this article, it can help Tianan hundred to solve the problems and difficulties in the current life insurance marketing.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F842.3;F274

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